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    Dyson launched its Super Sonic Hair Dryer at a premium price of $399, targeting the premium consumer segment. To create value, Dyson emphasized the product's innovative technology developed through extensive research. Dyson gained media exposure by promoting the dryer's patents and differences through high-end media channels. The dryer differs in its microprocessor, aesthetic design, and ergonomics. Dyson leveraged its reputation as an upscale vacuum brand to introduce the premium hair dryer and push its high price point, appealing to customers' trust in the Dyson brand's technology and service.

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    Dyson launched its Super Sonic Hair Dryer at a premium price of $399, targeting the premium consumer segment. To create value, Dyson emphasized the product's innovative technology developed through extensive research. Dyson gained media exposure by promoting the dryer's patents and differences through high-end media channels. The dryer differs in its microprocessor, aesthetic design, and ergonomics. Dyson leveraged its reputation as an upscale vacuum brand to introduce the premium hair dryer and push its high price point, appealing to customers' trust in the Dyson brand's technology and service.

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    Dyson launched its Super Sonic Hair Dryer at a premium price of $399, targeting the premium consumer segment. To create value, Dyson emphasized the product's innovative technology developed through extensive research. Dyson gained media exposure by promoting the dryer's patents and differences through high-end media channels. The dryer differs in its microprocessor, aesthetic design, and ergonomics. Dyson leveraged its reputation as an upscale vacuum brand to introduce the premium hair dryer and push its high price point, appealing to customers' trust in the Dyson brand's technology and service.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    9 views2 pages

    466 Qazi Saif Voluntary

    Uploaded by

    Qazi Saif
    Dyson launched its Super Sonic Hair Dryer at a premium price of $399, targeting the premium consumer segment. To create value, Dyson emphasized the product's innovative technology developed through extensive research. Dyson gained media exposure by promoting the dryer's patents and differences through high-end media channels. The dryer differs in its microprocessor, aesthetic design, and ergonomics. Dyson leveraged its reputation as an upscale vacuum brand to introduce the premium hair dryer and push its high price point, appealing to customers' trust in the Dyson brand's technology and service.

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    Dyson’s

    Super Sonic Hair Dryer


    Pushing a Premium Product in the Marketi

    Despite being a premium product, the Dyson’s Super Sonic Hair Dryer launched in November 2016
    was able to generate value and capture media attention on the same scale as a product belonging to the
    mass segment. The following lessons can be taken from the product marketing strategy of Dyson for
    this particular product.

    Creating Value
    Dyson's hair dryer is priced at 399$ which is higher than its other competitors in the premium segment
    of dryers. This is significantly higher than the other upper end products in the hair dryer market. This
    Pricing strategy helps create a Forced perception of higher value within the customers. Dyson targets
    only to the premium segment customer and such high price bars the entry of mass consumer. But the
    people who have apt purchasing power make it a niche product for the consumers which consider it
    Value for Money. Hence, Dyson creates it impact statement only with the consideration to the
    Premium Segment.

    Getting Media Exposure


    During the launch Dyson focuses more on communicating the patents generated by the product
    development, how it is different and carves out a niche. High-End Media Channels such as CNN,
    Mashable, Engadget, Gizmodo and more highly value such innovations and thus spearhead the
    marketing campaign of the brand. Other than these Dyson also focuses on building relationships with
    influencers and journalists for many months prior to launching.

    Points of Disparity
    Dyson spends 67 million dollars spent on research and development. It is the only Hair Dryer in the
    market which contains a Micro-Processor. The Aesthetic appeal of the dryer is very different than the
    other products in the market.

    Dyson differentiates its product by emphasizing its benefits, design, price and customer service. It also
    boasts a very detailed Product design and ergonomics.

    Leveraging the Existing Brand Image


    Dyson is primarily an Upscale Vacuum Cleaner Manufacturer and has created value for customers since
    years. Hence, the existing customers trust the brand vision and technology of the company. This also
    enables them to push high priced products into the market. The after sale service and the useful life
    period of dyson products is significantly high. And this brand image helps the company to explore new
    areas in the market.

    i
    https://www.ukessays.com/essays/marketing/product-and-company-analysis-of-dyson-marketing-essay.php
    https://www.dyson.in/products/hair-care/dyson-supersonic-hair-dryer/overview

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